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Find articles, videos and courses on building your startup. Stay tuned for a fully searchable and discoverable library coming soon.

Partnerships as a market development strategy for startups

Partnerships are an important part of a startup’s market development strategy. The partnership helps to ensure that your company has a product that appeals to your target market. It also enables you to integrate your value chain to create a whole product solution. Motives for creating partnerships Creating partnerships as … Read More

Environmental analysis (or PEST)—an element of your startup’s strategic plan

Researching a market? Our free online course Introduction to Market Sizing offers a practical 30-minute primer on market research and calculating market size. An environmental analysis, or PEST analysis, categorizes the changes and forces that affect your startup either directly or indirectly through your customers, suppliers and competitors. PEST is an … Read More

Positioning: Creating an image of your product in your target customer’s mind

Researching a market? Our free online course Introduction to Market Sizing offers a practical 30-minute primer on market research and calculating market size. Positioning is an essential part of launching your product and company in the market. Positioning creates an image of your company’s product in the mind of your … Read More

Product development: Product strategy and the whole product

In product development, a company’s product strategy is based upon its business strategy. Product strategy begins with a calculated vision which points to: Where a company wants to go How it will get there Why it will succeed Developing a prototype It is important to “get going” with your product. … Read More

Strategy statement: Articulating your competitive advantage, objectives and scope

Read time: 4 mins A strategy statement helps ensure employees understand and stay focused on the company’s strategy. It communicates three key aspects: Strategic objective: The one specific objective that will drive the business over the next few years Scope: The target customer, the geographic location and the vertical integration … Read More

SWOT analysis: A framework to develop strategic marketing and business goals

Researching a market? Our free online course Introduction to Market Sizing offers a practical 30-minute primer on market research and calculating market size. A SWOT analysis is a very commonly used strategic framework in business. It is simple to understand and provides a great starting point for considering strategic choices. … Read More

Industry competition and threat of substitutes: Porter’s five forces

Researching a market? Our free online course Introduction to Market Sizing offers a practical 30-minute primer on market research and calculating market size. Threat of substitutes (from Porter’s five forces analysis) occurs when companies within one industry are forced to compete with industries producing substitute products or services. Threat of substitutes … Read More

Marketing communication for tech startups: Market leadership through word-of-mouth marketing

Note that the complexity of the marketing communication topic is great and too broad to cover in one article. This article is one in a series of six that covers the field of marketing communication. The full list of titles in this series includes: Marketing communication overview—outlines the basic marketing … Read More

Employee benefits: A way for startups to enhance employee compensation

Startups that are strapped for revenue should consider a strategy of offering benefits to enhance compensation and attract and retain employees. Benefits represent a form of compensation in addition to an employee’s remuneration. Some types of benefits are mandated by the government, while others are provided voluntarily by the company. … Read More

Advice on offers of employment, job offer letters, and employment agreements

Once you have decided to make a job offer to an applicant, it is time to present the person with an offer of employment. Your offer should clearly outline the terms and conditions of employment. Make the job offer The actual offer should be made either in person or over … Read More

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